Hospitality Marketing Management

Robert D. Reid is Professor and former Dean of the College of Business at James Madison University, Harrisonburg, Virginia.

David C. Bojanic is the Anheuser-Busch Foundation Professor of Tourism at the University of Texas at San Antonio, Texas.

Preface

Acknowledgments

Chapter 1 Introduction to Hospitality Marketing

Introduction

The Marketing Mix

Services Marketing

Destionation Marketing

Service Trends Affecting the Hospitality and Tourism Industry

Case Study: Campus Center Hotel

Case Study: Location, Location, Location?

Chapter 2 The Marketing Environment and Sustainability

Introduction

The Marketing Environment

Sustainable Development

Managing for Sustainability

Case Study: Arizona Hotel Resort and Spa

Case Study: Bushwood Country Club

Chapter 3 Understanding the Behavior of Hospitality Consumers

Introduction

Factors that Influence Consumer Behavior

Consumer Decision-Making Model

Consumer Problem-Solving Processes

Consumer Problem-Solving Techniques

Organizational Buyer Behavior

Case Study: Spring Break Vacation

Case Study: Tempura Garden

Chapter 4 Market Segmentation and Positioning

Introduction

Segmentation Variables

Market Segmentation Decisions

Market Segmentation Strategies

Positioning the Product–Service Mix

Case Study: Destination Market Segments

Case Study: Segmenting and Positioning in the Cruise Industry

Chapter 5 Developing a Marketing Plan

Introduction

Marketing Plans

The Marketing Planning Process

Sales Forecasting

Case Study: Kilts and Ale

Case Study: Planning at the Westwind Resort

Chapter 6 Information for Marketing Decisions

Introduction

Sources of Marketing Information

The Marketing Research Process

Destination Research

Ethical Issues in Marketing Research

Case Study: The Biggest Loser Resort

Case Study: Bel Air Motel

Appendix: Data Collection and Sampling

Chapter 7 Pricing Strategy

Introduction

Factors that Affect Pricing Decisions

Broad Pricing Strategies

Pricing Techniques and Procedures

Segmented Pricing

Revenue Management

Pricing Law and Ethics

Case Study: Airline Pricing (Internet application)

Case Study: The Pasta Shack

Chapter 8 Developing New Products and Services

Introduction

Planning for New Products

Organizing for New Product Planning

New Product Development Process

Identifying Products and Services

Destination Product Development

Case Study: Product Development Dilemma at Rocco’s

Case Study: The Development of Seasons 52

Chapter 9 Managing Products and Services

Introduction

Product Life Cycle

Developing Strategies using the Product Life Cycle

Resource Allocation Models and Applications

Managing in the Service Environment

Techniques to Assess Customer Satisfaction

Case Study: Starbucks Coffee

Case Study: Service Quality at the Excelsior Hotel

Chapter 10 Distribution and Supply Chain Management

Introduction

Distribution Strategy

Franchising

Case Study: Ice Cream Heaven

Case Study: The Wing Shack

Chapter 11 Electronic Commerce

Introduction

The Scope of Electronic Commerce

Electronic Commerce Strategy

Internet Strategies

Case Study 1: Hospitality and Tourism Web Site Analysis

Case Study 2: Electronic Commerce Strategy at Malone Golf Club

Appendix:  Web Site Evaluation Sheet

Chapter 12 Integrated Marketing Communications

Introduction

Managing the Promotional Mix

Managing the Advertising Function

Planning and Evaluating Advertising Campaigns

Criticisms of Advertising

Case Study: The Glen Pub

Case Study: Mr. C’s Sandwich Shoppes

Chapter 13 Advertising and Social Media

Introduction

Developing Media Plans

Print Media

Broadcast Media

Direct Mail

Support Media

Social Media

Case Study: Social Media Use by Restaurants

Case Study: Advertising Decisions for the Alexandria Inn

Chapter 14 Sales Promotions and Public Relations

Introduction

Sales Promotions

Merchandising

Public Relations

Case Study: Restaurant Sales Promotions

Case Study: Promotion at Princess Suites

Chapter 15 Personal Selling

Introduction

Selling to Group Markets

The Personal Selling Process

Personal Selling Tools

Ethical Issues in Personal Selling

Case Study: College Sports Team (Role Play)

Case Study: Atlantis Resort

Glossary

Index

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